To launch James Harden’s first adidas U.S. signature shoe, we wanted to highlight the disruptive nature of the Vol. 1 campaign while embodying the inclusivity of the adidas brand. We had to Wake the Game Up!

adidas Basketball gives athletes a platform to boldly express their creativity in their game and in life. James Harden is not normal or expected, so the launch was a departure from the same-old, same-old signature launch model.

We collaborated with artists, Influencers and partners in key cities (NY, ATL and L.A.) for three unique regional experiences. A “disruptor kit” was mailed to influential artists in the three key cities, allowing them to create and document their Harden-inspired art—later displayed as wheat-paste posters in their cities and at the parties.

Mysterious “activation pods” were dropped in the middle of the night in high-traffic areas in all three key cities, on the morning of Black Friday Weekend. Each pod had a GIF booth featuring voiceover from Harden, as well as a Pop-A-Shot game to win Harden Vol. 1 footwear and gear.

On December 3, three simultaneous parties were held: at Nice Kicks, a boutique shoe shop in L.A. where James Harden interacted with fans and held interviews; at the Wheeler High School basketball tournament in Atlanta; and at Foot Locker’s new event space in NYC. All offered “activation pods,” shoe try-on, custom gear, artist signings, food carts and hip-hop performances—making for had-to-be-there experiences.